I think I understand why they do it, not that I like it.
They put the game on discount so it stands out on the playstation store. It may appear in a "discounts" section of the store, and it visually has the yellow/gold PS+ price on its in-store placement. This way a game many people don't care about or even know about can appear where people are looking. People looking for a bargain will be looking in the discounts section, and so some will be tempted by the already-low price when they do see this game, even though the discount means absolutely nothing.
Controversy:
When I'm looking for something to buy and I see these minuscule discounts of games it distracts me because it is a form of noise. It doesn't matter that it is 10% of the price if the price is already low, it just means nothing to me as a consumer. The cheap games are a tough sell, because they are often of universally extremely low value (lower than the cheap price you pay for them), and so only a small group of consumers will find them to be of higher value than they cost. Contrary to popular opinion among enlightened gamers, nearly all of the cheaper games have lower artistic awareness of the human condition than even Call of Duty, so if you are more concerned with art than gameplay, I suggest you look elsewhere (I'm specifically mentioning this because many of us, myself included, have had this naive belief). Whatever kind of experience you are trying to search for, you could most definitely do better elsewhere than by buying a cheap game, unless you happen to be in a very specific niche, or the title happens to be a rare exception. Buying a low-value game just reduces your purchasing power slightly, which you could be spending on more substantial experiences (even within the same medium).
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